Graham Hooley is Emeritus Professor of Marketing at Aston University. He is a past President of the European Marketing Academy, Fellow of the Chartered Institute of Marketing, British Academy of Management, EMAC and the Higher Education Academy. Brigitte Nicoulaud is Deputy Head of the Marketing and Strategy Department at Aston Business School. John M Rudd is a Professor of Marketing and Head of the Marketing Group at Warwick Business School. Nick Lee is a Professor of Marketing at Warwick Business School. He is an Honorary Life Member of the Academy of Marketing, Fellow of the Higher Education Academy and the Association for Professional Sales.